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April, 23nd 2008

*Time Inc.'s Essence magazine and Warner Bros. TV Group are teaming on a cross-platform initiative to create new programming for television and the Internet, reports Daily Variety.

Essence.com, which will serve as home base for the content, is slated to relaunch late this summer in collaboration with WB TV's Telepictures Prods. Among its first projects is "Extra on Essence," a series of entertainment reports geared to the African-American female demographic, and style series "Fab in a Flash."

Hosted by "Extra" correspondent and weekend co-anchor Tanika Ray, "Extra on Essence" will run five to seven minutes, according to Essence editor-in-chief Angela Burt-Murray. "Fab in a Flash" installments, which will draw from the magazine's staff, will run the same length.

Bruce Rosenblum, president of the Warner Bros. TV Group, said the collaboration with Essence could also spawn made-for-DVD releases down the road. He said the goal of the venture, which follows recent cross-platform expansions by TMZ, is to draw on each group's "complimentary expertise" to create content with a distinctive voice.

Telepictures president Hilary Estey McLoughlin says they plan to try out new projects on Essence.com that could develop into cable or network programming for African-American women.

"It's really an underserved audience on the Web, and it's one of the fastest-growing audiences on the Web," Estey McLoughlin said. "There are tremendous opportunities."

In other Essence news, the five winners of its third Take Back the Music Hip-Hop Songwriting Contest were announced Tuesday. Each will receive summer or online scholarships from contest partner Berklee College of Music. Their songs of varying themes and arrangements can be heard at Essence.com/takebackthemusic and Berklee.edu.

Grand prize winners:
• Jennifer “Nesi” Chianesi, 18, Cranston, RI – “Shake Up”
• Justin “Jae Guttah” McGibbon, 18, Breinigsville, PA – “Keep Goin”

2nd place winner:
• Nyles "Witness" Houston, 17, Brockton, MA – “The Gamble”

1st runner-ups:
• Bryan “Fidelity” Hill, 18, Alfred, ME – “Verbal Medicine”
• Nicholas “Phantom” Garcia, 19, Lodi, NJ - “Feel It”
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